Most brands don’t struggle with influencer marketing because it doesn’t work.
They struggle because they treat it like a campaign.
A product launch comes up, budget gets approved, creators go live, there’s a spike… and then it all stops. A few months later, the process starts again.
The issue is that every time you stop, you reset everything. Audience familiarity drops off, creators lose connection with the brand, and any learnings you had become far less valuable.
Every other digital channel has already figured this out. Paid social, search, affiliate… they don’t switch on and off. They run continuously, with messaging and creative evolving over time.
Influencer marketing should be treated in exactly the same way.
